Seven
Powerful Tips to Dominate your Yellow
Page Advertising Competition.
Yellow Page Advertising > Design
Tips >
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| Yellow Page Ad Design Tip #4 |
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Never give your potential
customers a reason to back out.
Okay, you've blown them away with your
headline. Your clutter-free design shouts
professionalism. Yellow Page readers
can see the obvious value you have over
all
your competitors. They're basically hooked—ready
to get in their car, invite you
over
to fix
their sink, call for a free consultation,
whatever it is they need to do to do business
with you. They are
fully
engaged
and
ready to hand you
their
money, so...
Don't give them any reason to
doubt their decision.
One thing we
see all the time is two completely different
ads, side by side, and both say, "fastest
service". What?! Wait a second.
One of these guys must be a shyster.
How can both
these companies have the fastest service?
This may seem obvious,
but people hate to be
lied to.
Ninety percent of customer complaints
come from people that feel they were
somehow
deceived.
If you truly have the fastest service
this side of the Mississippi, back it
up. Say something like, "Awarded
Fastest Service 3 years in a row by
the American Automobile Association".
That's something you can take to the
bank.
If you don't
have any prestigious awards, focus on
what makes you unique, and say it as
honestly as humanly possible.
They are looking for any reason to call
the whole thing off. Never give it to them.
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"At some
point, you may choose to
discuss your advertising
plans with some marketing
professionals. Their experience
and expertise can be helpful.
They can also do a lot of
damage. I have seen some
really successful ads—ads
that
were dominating their headings—torn apart by very good, very
experienced, knowledgeable marketing professionals.
"With
their marketing experience,
they 'proved' these ads
could not work. And, they
were right: high-performance
Yellow Pages ads usually
do not work well in other
media. The media that carries
the message is at least
as important a variable
as the content of the message.
"Advertising
professionals—no
matter how skilled—cannot
give useful advice on Yellow
Pages ads unless they know
the Yellow Pages medium."
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— Kerry
Randall, pg. 75
Effective
YELLOW PAGES
Advertising.
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